Maintaining a competitive edge in video production not only demands delivery of high-quality,creative content but also innovative and affordable new ways to serve client needs. Creative director Michael Ori and his team at Salt Lake City-based Ori Media and Studio Elevn [sic] provided a vivid example in TV spots they recently produced for the Utah Dept. of Health. A series of three 30-second cin ma v rit -style videos designed to encourage people to quitsmoking, Ori obtained the 4K image quality and unique looks he sought by using the CanonEOS-1D C Digital SLR Cinema camera from Canon U.S.A., Inc., a leader in digital imaging solutions. Ori won the assignment by also being able to produce still images from his Canon EOS-1D C camera's 4K video for giant 48 ft. billboards.
Usually when both video and stills are needed for a campaign the agency sends a second photography unit to shoot the print ads, Ori explained. Part of the reason we got the assignment, however, was that I told the client, You're going to save money because you don't have to hire a photographer. You can take stills right from our video.' This capability of theCanon EOS-1D C camera also helped us develop the look of the campaign. The TV spots showed different people on specific days during their quit-smoking experience. Each spot ends with an animated graphic box that drops down in the top left corner showing the number of days thatperson has quit smoking. That last still of the person with the graphic box is what appears on the billboards.
Ori added that those images could also be scaled down or up for everything from magazine ads to giant decals wrapped around a city bus or trolley car. Starting off with the 18.1-megapixel full-frame (24mm x 36mm) CMOS sensor of the Canon EOS-1D C camera, the 4K (4096 x 2160-pixel) crop has ample resolution to help ensure sufficient detail for giant blow-ups. The dynamic range you can get with this camera - especially when you're shooting in Canon Log - is amazing, Ori noted. The billboards look great. They are crisp, clean, virtually without distortion, - and they are 48-ft. wide images.
Post Perfection
The details, depth-of-field, and dynamic range you can achieve with the EOS-1D C Cinema SLR camera in Canon Log mode are amazing, Ori declared. We shot everything in Canon Log. Of course making great images has to do with the way you light and many other tricks of the trade,but the dynamic range of Canon Log - and the camera's low-light capabilities - were two vital, extremely important things enabling us to do our work.
The Canon EOS-1D C camera records 8-bit 4:2:2 4K and 8-bit 4:2:0 full HD video to internal CF cards. In Canon Log Gamma mode, this camera records high-quality 4K, 2K, or HD with rich gradations, maximizing both highlight and shadow detail retention while also providing the high level of color-grading freedom needed for motion picture and television delivery.
As examples Ori cites specific challenges his team faced in capturing the footage for the anti-smoking spots, all of which were filmed in actual locations, and not on movie sets. One depicts an overworked waitress resisting the temptation to smoke a cigarette in the alley behind her diner. Another shows a wary ex-smoker on a street corner observing a fellow pedestrian about to light up. The third features a woodworker finding a pack of cigarettes in his toolbox and discarding it without hesitation.
We did the exterior alley shot in the middle of the day, and Canon Log mode let us crank the colors in post to get the look of nighttime, Ori recalled. The sidewalk spot was shot in winter but the client wanted it to look like spring. We shoveled snow, the sun came out, and with an ND filter on my Canon EF 24-70mm f/2.8L II USM standard zoom lens we got great cloud detail and maintained the depth-of-field that we wanted. With Canon Log in post we took out all of the grays of winter and boosted the greens up enough to look like spring. The woodworker's shop was a very dark garage attic. We set up just a few lights and in post were able to bring up the colors and detail without blowing anything out. It was phenomenal.
Tight Spaces
Also essential to shooting the quit-smoking spots in actual locations was the compact size and 4lb. body weight of the Canon EOS-1D C Digital SLR Cinema camera, Ori noted.
No other 4K camera we tested could fit into the tight spaces we needed to shoot from, or was light enough, so it was perfect, he said. For the workbench video we had the Canon EOS-1D C camera on a dolly-slider in the corner behind the toolbox. The reveal' is actually coming through the lid of the toolbox but since there wasn't enough room for me to get in behind the camera, I turned the external monitor we had hooked up toward the front of the camera, set my shot, then set the timer on the dolly to make the move so that I wasn't in the shot, hit RECORD, and directed the actor from off to the side.
The Canon EOS-1D C camera also features a Live View capability, enabling users to frame and compose images using either the camera's viewfinder or a rear-panel 3.2-inch ultra-sharp 1.04 million-dot Clear View LCD II panel. There is just something so great about being able to see your images in live time and then being able to take a still from what you're shooting and using it somewhere else, Ori confided. He also appreciates how the compact size of the camera package puts his actors at ease.
This camera is really unobtrusive, Ori observed. Its low-light capabilities are amazing. You could shoot with a candle. We don't always work with professional actors. Many of the videos we do are vignettes using people that aren't used to being in front of a camera. If you put a giant camera and big lights on them they'll clam-up. I want people to be
Most recent headlines
11/12/2025
Dalet, a leading provider of cloud-native, end-to-end media workflow solutions, ...
28/11/2025
Nadia Fall attends the 2025 Sundance Film Festival premiere of Brides at the Egyptian Theatre on January 24, 2025, in Park City, Utah. (Photo by Donyale West/...
28/11/2025
It's easy to ignore those little red update available badges. But when it ...
28/11/2025
WASHINGTON Federal Communications Commission has released a tentative agenda for the December Open Commission Meeting scheduled for Thursday, December 18, 2025 ...
28/11/2025
The Professional Fighters League is looking to super-serve fans of mixed martial...
28/11/2025
Fubo has released in beta on select Roku devices a new feature that lets users display up to four simultaneous streams at once....
28/11/2025
The WNBA playoffs and Week 4 of the NFL regular season highlight the list of live sports events airing on television this weekend....
28/11/2025
The 32nd class of honorees to the B+C Hall of Fame took to the stage at New York's Ziegfeld Ballroom on September 26 for a gala induction event. Click below...
28/11/2025
We hold in our hands the very last Next Text for Next TV, the weekly back-and-fo...
28/11/2025
DirecTV said it made a deal with EchoStar to buy EchoStar's video businesses, including satellite-TV provider Dish TV and virtual MVPD Sling TV, for $1 plus...
28/11/2025
The Broadcasting+Cable Hall of Fame, the premier industry event paying tribute to the influencers, innovators and shining lights of broadcast, cable and streami...
28/11/2025
Friday 28 November 2025
Sky Sports x Slawn drop limited-edition football jersey...
28/11/2025
Rohde & Schwarz shows resilience in a challenging environment, revenue exceeds t...
28/11/2025
Unwrapped: The Toy Show Appeal - airing this Sunday on RT One and RT Player- s...
27/11/2025
LONDON Vizrt has added several AI-driven advanced features offering improved speed, intelligence and accuracy in the newest version of its media asset managemen...
27/11/2025
Prime Video has launched AI-powered video season recaps in a beta version for select English-language Prime Original series in the U.S., a move Amazon is callin...
27/11/2025
Back to All News
Netflix's Raat Akeli Hai: The Bansal Murders Marks a Grand...
27/11/2025
27 Nov 2025
GSMA brings M360 Eurasia 2026 to Samarkand in partnership with VEON...
27/11/2025
Tahar Rahim and Izuka Hoyle star in the gripping six-part Sky Original from Acad...
27/11/2025
Thursday 27 November 2025
Sky Arts Reveals the Nation's Greatest Basslines - and Queen Reign Supreme
The UK's most iconic basslines have been revealed...
27/11/2025
Back to All News
Stranger Things 5': Prepare for One Last Adventure With O...
27/11/2025
The media industry has a paradox at its core. It's an industry built on light, color and imagination, yet behind the scenes, it's powered by one of the ...
27/11/2025
Rating reflects rating progress across areas including policies, diversity & inclusion, health & safety and Net Zero leadership
Winchester, UK, 27 November 202...
27/11/2025
What are the industry standards for Retail Media? Kathryn explains that certification is based on the IAB Europe Retail Media Measurement Standards and the IAB ...
27/11/2025
World champion boxer and Irish sporting icon Katie Taylor will be in studio this...
27/11/2025
Roblox, one of the world's most popular online gaming platforms for primary ...
27/11/2025
Black Friday is leveling up. Get ready to score one of the biggest deals of the season - 50% off the first three months of a new GeForce NOW Ultimate membership...
26/11/2025
SVG Sit-Down: Prime Video EP Mike Muriano Previews Massive Black Friday Slate Fe...
26/11/2025
A cinematic snow sculpture at the 1995 Sundance Film Festival. Photo by Randall Michelson...
26/11/2025
Book podcasts are booming. On Spotify, you'll find everything from celebrity book clubs to deep dives with bestselling authors. And in markets where audiobo...
26/11/2025
Mumbai, November 24, 2025: In a first-of-its-kind initiative, JioStar, in collab...
26/11/2025
LONDON Factual content producer ITN Productions has launched a new low-latency IP gallery for news bulletins....
26/11/2025
MIAMI TelevisaUnivision said it struck a new multiyear distribution agreement with YouTube TV that includes distribution of TelevisaUnivision's U.S. network...
26/11/2025
OpenDrives, Inc., a leader in software-defined data storage and data services, today announced the launch of the Atlas Corporate Creative Solution. This new Atl...
26/11/2025
Disguise, the industry-leading company powering the world's biggest live performances, is partnering with pioneering LED wall manufacturer DVS to give atten...
26/11/2025
HighField AI, the pioneer in agentic and multimodal automation for broadcast and media production, today announced the expansion of its global channel partner n...
26/11/2025
As high-stakes Premier League fixtures approach and additional premium content launches, with MONO positioning themselves to dominate Thailand's sports stre...
26/11/2025
Hosting a wide variety of events from high-intensity NHL games to complex live music concerts and major entertainment productions, Montreal's 21,000 capacit...
26/11/2025
Vizrt, the leader in live production technology revolutionizing viewer engagement and experience, releases AI-driven advances focusing on speed, intelligence, a...
26/11/2025
ITN Productions, an award-winning factual content producer, today launched a new low-latency IP gallery for news bulletins. Responsible for delivering a leading...
26/11/2025
Ikegami reports ongoing advances throughout 2025 in developing and delivering coordinated television production solutions that maximize quality, versatility and...
26/11/2025
Following the Nov. 21 blackout of NBCUniversal channels on Fubo, the two sides have traded barbs about their inability to reach a new carriage deal....
26/11/2025
LONDON As TV sports rights become increasingly important for both broadcasters and streamers, Ampere Analysis predicts global investment in the genre will surpa...
26/11/2025
LOS ANGELES Vubiquity said it has achieved the Amazon Web Services (AWS) Media & Entertainment Competency as part of the AWS Partner Network (APN). This designa...
26/11/2025
WASHINGTON The Federal Communications Commission's Enforcement Bureau said it has entered into a consent decree with Comcast calling for the cable company t...
26/11/2025
Berklee Named to the Hollywood Reporters Top Music Schools List The publication highlights the college's screen scoring program, industry partnerships, and ...
26/11/2025
Back to All News
Animated Series Love Through a Prism' Casts New Light on ...
26/11/2025
Back to All News
NALIP Unveils Fifth Cohort of Director Incubator
Social Impact
26 November 2025
United States
Link copied to clipboard
The National Assoc...
26/11/2025
YouView Achieves Greenly Gold Certification for SustainabilityNov 26, 2025
YouView is proud to announce a Gold Certification award from Greenly for our perform...
Maintaining a competitive edge in video production not only demands delivery of high-quality,creative content but also innovative and affordable new ways to serve client needs. Creative director Michael Ori and his team at Salt Lake City-based Ori Media and Studio Elevn [sic] provided a vivid example in TV spots they recently produced for the Utah Dept. of Health. A series of three 30-second cin ma v rit -style videos designed to encourage people to quitsmoking, Ori obtained the 4K image quality and unique looks he sought by using the CanonEOS-1D C Digital SLR Cinema camera from Canon U.S.A., Inc., a leader in digital imaging solutions. Ori won the assignment by also being able to produce still images from his Canon EOS-1D C camera's 4K video for giant 48 ft. billboards.
